The current craze of the younger generation is K-pop. Along with that Korean dramas have also become quite popular. With travel to and from Korea especially South Korea, Korean cuisine has also started flowing out of Korea. Airports and restaurants now are serving Korean food like Bibimbap, kimchi, and kimbap. In fact, these are quite popular among global citizens who are used to travel and experimentation. Along with that, a bizarre online streaming video streaming genre has also become popular not just in Korea but across the globe. Yes, we are talking of Mukbang, the online food-eating video genre that has become popular across the globe.
Mukbang as a word is a morph of multiple words or a portmanteau, whose English equivalent would be “eat cast”. The word mukbang is derived as a morph of the Korean words meokneun meaning eating and bangsong meaning broadcast. Thus mukbang romanized from meokbang is a broadcast of eating. Mukbang as a phenomenon has been so popular that the word found its way into the shortlist for the word of the year by Collins dictionary in 2020. Korea, as a society has been traditionally a society based on healthy eating habits. However, Mukbang where the host is seen eating and interacting with their followers often indulges in lavish spreads. The host is seen exaggeratedly eating the spread, allowing the viewer vicarious pleasure from the sights and sounds exaggerated by the host.
There are various theories regarding the reason for the popularity of these shows. A typical view is that this allows the viewer to indulge in the transferred pleasure of eating, even when they are themselves not being able to indulge in it themselves due to various reasons. This could include affordability due to the economic slowdown in Korea. These shows typically happen at dinner time in Korea. Consequently, it gives the viewer a feeling of having dinner with a friend. Thus the feeling of loneliness is alleviated for the viewer, giving him relief and pleasure. A view exists as this being a form of sexual fetish, as the hosts who are referred to as broadcast jockeys are usually attractive ladies, and in an attempt to mirror the viewer’s wishes, the BJs are often seen to doing things as requested by the viewers. Thus giving a form of control to the viewer, which could be kinky, as also the sounds and sights of an attractive woman eating in an exaggerated fashion. The most scientific explanation of the Mukbang popularity is the appeal of mukbang in Autonomous Sensory Meridian Response or ASMR. ASMR is a tingling pleasant sensation that originates at the scalp and spreads down the back of the neck and to the spine. This seems to be triggered for the viewers by the sights and sounds of eating like the slurps and chewing which are especially exaggerated by the BJs
Today the mukbang genre is not just restricted to Korea but also finds huge popularity amidst the YouTube content developers of the US. What started in channels like Afreeka TV and popularized in the online platform Twitch, is now viral on platforms like Weibo in China, as also YouTube. The primary difference in the content of Korea and the US is that the former are usually live streams while the latter are often prerecorded shows. Also, the food consumed in the Korean shows is typically Korean in fare, while the US content developers are more experimental and exotic. The food often varies based on the challenges run on the show. Food as exotic as smoked alligator meat and as simple as fruit platter have all made their way to mukbanger’s table on the US YouTube platforms.
The mukbangers are seen to be monetizing the shows by means of tie-ups with broadcasting promotion partners. The platforms like Afreeka TV also allow the viewers to support their favorite stars by sending money directly to their favorite stars. With some Mukbang Broadcast Jockeys having millions of followers, they easily work as influencers. Consequently, opportunities for earning through collaborative endorsements abound. Thus a show of eating food has now become a lucrative way for earning money for young mukbangers.
But with every silver lining comes the dark cloud around which it shines. For the Mukbang criticism goes hand in glove with popularity. The single most important criticism that Mukbang garners is regarding the promotion of poor eating habits and food wastage. The exaggerated manner of eating, particularly the portion sizes that BJs follow on mukbang shows is often criticized as a reason for bad eating habits including binge eating. Popular BJ Yamoo who has over a million followers is called “big food eater” for the portion size she consumes. Japanese mukbanger Yuka Kinoshita with more than 5 million followers is another such BJ who is popular for the size of the food portions she consumes. In fact, she is called oogui i.e. Japanese for a big eater. While these often trigger the ASMR aspect it is found to be also promoting a binge culture. Nicholas Perry popular as the mukbanger Nickokado Avocado has shared he has as a consequence suffered from health issues like erectile dysfunction weight gain and frequent diarrhea as a result of his Mukbang video eating habits. He has since left Mukbanging and taken up a vegan lifestyle to work out his health-related issues. Some Mukbangers are also seen to spit out the food after chewing instead of swallowing it. This is food wastage and has drawn a lot of criticism for this. Chinese President Xi Jinping has in fact launched a no food-wastage campaign “the clean plate campaign” directed at preventing food wastage. Mukbangers have been the target of such campaigns. American mukbangers have been typically criticized for taking the companionship aspect of Korean mukbang shows to become eating challenges that are overhyped. Even countries like Saudi Arabia are expressing concerns about Mukbang. The lean muscular frames of many Mukbangers are maintained by an extreme exercise regime often coupled with a diet that is also extremely frugal while off-camera. This tends to be misleading to the viewer. Also, such a YoYo diet is not appropriate for the body and may lead to grave consequences. Nutritionists say while emphasizing that calorie management is critical towards a healthy lifestyle, the source of the calories is as important as the burning of calories consumed. Food gives us not just energy for our normal body function but other essentials like protein vitamins and minerals. Thus a frugal diet would not provide for these nutrients. The extreme exercise schedule would also burn off calories that the body requires for maintaining normal bodily functions. Thus eating needs to be a planned activity, so that all aspects of body nutrition are taken care of. Mukbang is completely against such planning and thus often detrimental to the body. However, there is some support for mukbanging among some psychologists who feel the vicarious eating manner shown in mukbanging allows the satiation of the urge to eat through transference and not self-consumption, thus avoiding eating the food himself/herself. However, people who are prone to binging tendencies are best advised to stay away from Mukbang shows.
As the case may be Mukbang is an extremely popular phenomenon today. For the right person, it provides sensory relief, for some the pleasure of companionship while eating. But for some, it is an unhealthy habit that can trigger health issues. But for the Mukbang BJs, it’s a phenomenon that allows them to earn through doing something that they probably enjoy. But more importantly as of now, Mukbang is here to stay whether in its original oriental form or the other variants from the west.
